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Customer satisfaction in a retail setting: The contribution of emotion
Abstract
Purpose
To examine the relative roles played by cognition and emotion in the development of customer satisfaction in a retail setting.
Design/methodology/approach
An experimental design was employed. Study participants were exposed one of two expectation scenarios depicting past experience with an unnamed retail store, with one developed to build high expectations and one developed to create low expectations. Study participants were then exposed to one of two performance scenarios depicting a new experience with the unnamed retail store, with one depicting a successful pleasurable experience and one depicting a performance failure. Participants were also asked to complete scales measuring their cognitive evaluation of the perceived performance and their emotional reaction to the perceived performance.
Findings
Both cognitive evaluation and emotional reaction were found to explain the level of satisfaction experienced in a retail setting. As opposed to a service setting, however, cognitive evaluation was found to be more important than emotional reaction in explaining customer satisfaction. When the individual treatment levels were examined, anger/delight and shame were observed to be significant only for the third treatment level (high expectations/poor performance).
Practical implications
The findings suggest that retailers whose customers possess high expectations will need to place explicit attention on their customers' emotions. If a performance is deemed as negative, not only will the negative performance affect level of satisfaction, but also the negative emotions associated with the poor performance will also likely affect level of satisfaction.
Originality/value
The paper examines the role of emotion in developing customer satisfaction in a retail setting.
... Diese Situation macht es für den stationären Einzelhandel unerlässlich innovative, IT-gestützte Services zu gestalten, um den neuen Anforderungen gerecht zu werden (Doherty & Ellis-Chadwick, 2010;Fulgoni, 2015;Reinartz et al., 2019). Zu den besonderen Merkmalen des stationären Handels gehören die Qualifikation des Servicepersonals, die daraus resultierenden Kund:innenservices und vor allem die Möglichkeit der persönlichen Interaktion zwischen Kund:innen und Servicepersonal (Burns & Neisner, 2006). Aus Sicht der Kund:innen kann diese (Service-)Interaktion als stellvertretend für die Wahrnehmung der gesamten Serviceleistung angesehen werden (Lee & Dubinsky, 2003). ...
... Darüber hinaus wird die Wahrnehmung des stationären Einzelhandels stark von Emotionen beeinflusst. Sowohl die Gestaltung des Geschäfts als auch die Interaktion zwischen Servicepersonal und Kund:innen haben einen erheblichen Einfluss auf die emotionale Situation der Kund:innen (Bitner, 1992;Burns & Neisner, 2006). Kund:innenemotionen machen somit einen wichtigen Teil der Serviceerfahrung aus und haben einen starken Einfluss auf das Kund:innenverhalten, die wahrgenommene Servicequalität, die Kund:innenzufriedenheit und die Kund:innenloyalität (Bagozzi et al., 1999;Meyer et al., 2022;Tumbat, 2011). ...
... Ferner spielen das Verhalten und die Leistung des Servicepersonals eine entscheidende Rolle in einer Serviceinteraktion und haben Einfluss auf die Erfahrungen und Wahrnehmungen der Kund:innen (Bitner et al., 1990;Mattila & Enz, 2002). Die Wahrnehmung der Serviceinteraktionen seitens der Kund:innen hat weiterhin einen direkten Einfluss auf die Servicequalität, die Kund:innenzufriedenheit, die Kund:innenloyalität und die emotionale Situation der Kund:innen (Bitner et al., 1990;Burns & Neisner, 2006). ...
... Negative emotions are expected to lead to increased dissatisfaction, whereas positive emotions are expected to result in high satisfaction levels (Mattila and Ro, 2008). Customer satisfaction is regarded as a primary determining factor of repeat shopping and purchasing behavior (Burns and Neisner, 2006). ...
... Over the years, retail stores have grown larger, and their one-stop convenience has been expanded to include service outlets and entertainment providers (Bloch, Ridgway and Dawson, 1994). The experiences provided by the retailers are inherently service-centric (Burns and Neisner, 2006). The satisfaction judgment is originated in comparison of the level of product performance or other outcomes (i.e., experience) perceived by the consumer with an evaluative standard (Westbrook and Oliver, 1991). ...
... In the modern context, the components of the store environment include music, display designs, lighting and smell etc. These elements are also called 'atmospherics' (Burns and Neisner, 2006). ...
Purpose: The purpose of this study is to conceptualize and develop a scale to measure consumer experience at the retail context. Design/methodology/approach: A questionnaire survey was conducted with a sample of 164 undergraduates of one of the state universities in Sri Lanka. Five dimensions of the consumer experience were identified by the exploratory factor analysis conducted with 21 measurement indicators. Confirmatory factor analysis was conducted with the five-factor measurement model and resulted in a five-dimensional structure for consumer experience with 14 measurement indicators. Findings: The study concluded that the consumer experience was a multidimensional construct, comprising the dimensions of virtue, equanimous, amusement, rapture, and strange. The multidimensional nature of consumer experience which was explored will help marketers to focus on the areas in which consumer experience enhancement is required and consumer experience strategies also can be designed according to the multidimensional aspects of consumer experience. Originality: The study developed a Consumer Experience scale (ConEx scale) which can be used to examine the consumer experience in the retail context. The multidimensional structure of ConEx also concerns the hedonistic perspective of consumer experience. Implications: The customer experience in retail sector can be addressed through customer emotions. The explored dimensions of customer experience provide important implications for practitioners by offering new ways to explore customer emotions in retail setting.
... Negative emotions are expected to lead to increased dissatisfaction, whereas positive emotions are expected to result in high satisfaction levels (Mattila and Ro, 2008). Customer satisfaction is regarded as a primary determining factor of repeat shopping and purchasing behavior (Burns and Neisner, 2006). ...
... Over the years, retail stores have grown larger, and their one-stop convenience has been expanded to include service outlets and entertainment providers (Bloch, Ridgway and Dawson, 1994). The experiences provided by the retailers are inherently service-centric (Burns and Neisner, 2006). The satisfaction judgment is originated in comparison of the level of product performance or other outcomes (i.e., experience) perceived by the consumer with an evaluative standard (Westbrook and Oliver, 1991). ...
... In the modern context, the components of the store environment include music, display designs, lighting and smell etc. These elements are also called 'atmospherics' (Burns and Neisner, 2006). ...
Purpose: The purpose of this study is to conceptualize and develop a scale to measure consumer experience at the retail context. Design/methodology/approach: A questionnaire survey was conducted with a sample of 164 undergraduates of one of the state universities in Sri Lanka. Five dimensions of the consumer experience were identified by the exploratory factor analysis conducted with 21 measurement indicators. Confirmatory factor analysis was conducted with the five-factor measurement model and resulted in a five-dimensional structure for consumer experience with 14 measurement indicators. Findings: The study concluded that the consumer experience was a multidimensional construct, comprising the dimensions of virtue, equanimous, amusement, rapture, and strange. The multidimensional nature of consumer experience which was explored will help marketers to focus on the areas in which consumer experience enhancement is required and consumer experience strategies also can be designed according to the multidimensional aspects of consumer experience. Originality: The study developed a Consumer Experience scale (ConEx scale) which can be used to examine the consumer experience in the retail context. The multidimensional structure of ConEx also concerns the hedonistic perspective of consumer experience. Implications: The customer experience in retail sector can be addressed through customer emotions. The explored dimensions of customer experience provide important implications for practitioners by offering new ways to explore customer emotions in retail setting. Keywords: Consumer emotions, consumer experience, experience marketing, retailing, ConEx Scale
... These factors are coexisting and intertwined (Mehrabian and Russell, 1974a,b) in order to influence enjoyment, satisfaction and consumer behavior from different perspectives (Ariffin and Yahaya, 2013). Numerous surveys demonstrated, in detail, that physical environment can cause both positive and negative emotions and affect customer satisfaction (Burns and Neisner, 2006;Ladhari, 2009;bib_Kim_et_al_2009J. Kim et al., 2009Pareigis et al., 2011). ...
... In-shop Emotions are defined as the emotional state of consumers that directly affects their satisfaction and behavior. Burns and Neisner (2006) found that the level of customer satisfaction can be explained in terms of both cognitive evaluation and emotional reaction. Donovan and Rossiter (1982) concluded that customers' emotions, while they are in the store, influence the potential for future purchases. ...
... Dawson et al. (1990) believe that in-shop emotions influence customer preferences and product selection, while positive emotions may also affect customer satisfaction. Similarly, Burns and Neisner (2006) verified that in a purchasing environment, emotions play an important role for customer satisfaction. Furthermore, Machleit and Mantel (2001) suggest that evoked emotions that are attributed to a store exercise a more forceful effect on customer satisfaction, than those attributed to external factors. ...
The present study investigates the factors affecting consumer repurchase intentions in retail stores. More specifically, it emphasizes on the concept of in-store customer shopping experience. In that direction, a new conceptual framework (research model) is developed and empirically tested, using primary data collected from retail store customers. The proposed model includes twelve research factors that are classified into three dimensions (groups): six independent factors (antecedents), five mediating factors and repurchase intention (dependent factor). In more detail, the study examines the antecedents of customer behavior, which constitute the in-store customer shopping experience (Physical environment, Interior shop environment & layout, Interaction with the staff, Interaction with other customers, Merchandise value/quality, Merchandise variety). It argues that the effect of the antecedents on repurchase intention is indirect, mediated through five other factors (mediators) (Customer experience, In-shop emotions, Perceived value, Customer satisfaction, Customer loyalty). Under that context, eleven research hypotheses were tested, using the Structural Equation Modeling (SEM) technique. The final sample includes 618 retail store customers, who participated in a web-survey. Results offer support for the underling mechanism of the proposed research model, arguing that antecedents significantly affect the mediators, which, in turn, affect the repurchase intention of retail shoppers. Results indicate that in order to have more return customers, retailers should enhance their interior shop environment and layout and increase the value of their merchandise. The originality of the study lies in its three-dimensional approach. It offers an understanding about the mechanism that impacts repurchase intentions, an approach lacking in the relevant literature. Moreover, it focuses on all kinds of retail stores, offering wider generalizability of its empirical findings. Also, it examines in-store emotions and experience of customers inside a store, two factors which very seldomly have been investigated in the context of physical retail stores.
... Especially the growth of online retail and the possibility of mobile shopping via smart devices are creating new challenges (Reinartz et al., 2019). The special characteristics of stationary retail include the qualifications of the SP, the resulting customer services and, in particular, the possibility of personal interaction between customers and SP (Burns & Neisner, 2006). From the customer's perspective, this (service)-interaction can be seen as representative for the perception of the entire service (Lee & Dubinsky, 2003). ...
... Furthermore, the perception of stationary retail is strongly influenced by customer emotions. Both the design of the store and the interaction between SP and customers have significant impact on the customer's emotional situation (Bitner, 1992;Burns & Neisner, 2006). Therefore, customer emotions play an important part in the service experience and have a strong impact on their behavior, their satisfaction and loyalty as well as the perceived service quality (Bagozzi et al., 1999;Tumbat, 2011). ...
... Emotions influence people's perception and behavior and are used as a measure of well-being (Burns & Neisner, 2006;Cabanac, 2002). Emotions are triggered by the appraisal (evaluation and interpretation) of relevant events or thoughts and often have physiological effects (Bagozzi et al., 1999;Bougie et al., 2003). ...
Stationary retail is suffering from both the digital transformation and the influence of the COVID-19 pandemic. Furthermore, the perception of stationary retail is strongly influenced by customer emotions. Thus, an important aspect of designing successful service interactions (SI) is the ability of the service personnel (SP) to recognize, understand, and appropriately react to the customer's emotional situation. However, recognizing and reacting to customer emotions can be challenging for the SP. Based on the current situation in stationary retail and the high relevance of emotions in this context, we propose a digital emotion-based support service (EBSS) that supports the SP in creating valuable SI. Following the Design Science Research (DSR) paradigm, we were able to validate the existing knowledge base as well as provide prescriptive design knowledge by deriving design principles (DPs) for an EBSS.
... The unique characteristics of stationary retail lie in the qualifications of the service personnel, the resulting services and, in particular, the possibility of personal interaction between customers and service personnel [5]- [7]. A promising approach can therefore be to strengthen the service interaction (interaction between customers and service personnel) and thereby to support stationary retail. ...
... Emotions are highly relevant in the service context and represent an important part of the service experience [5], [8]. Especially the ability of service personnel to understand and react to the emotions of the customer, is crucial to the success of service interactions [9]- [11]. ...
... The possibility of personal interaction between customers and service personnel represent a unique feature of stationary retail [5]- [7]. From the customer's perspective, this (service) interaction can be representative of the perception of the entire service [23]- [25]. ...
The digital transformation and the effects of the COVID-19 pandemic are creating a critical situation for stationary retail. Emotions are highly relevant in this service context and represent an important part of the service experience. In particular, the ability of service personnel to understand and react to the emotions of customers is crucial to the success of service interactions. The goal of this paper is to design emotion-based guidelines for service personnel. These emotion-reaction guidelines (ERG) are intended to provide service personnel with specific options for adapting interactions to the emotional situation of customers. Based on a literature review, expert interviews and a digital workshop, ERG for six different customer emotions were designed, rated and summarized in the form of a digital whiteboard.
... Furthermore, customer satisfaction reflects the customer's judgement on a cognitive and emotional experience. In reality, cognitive evaluation and emotional reaction have been proven to explain the level of satisfaction experienced in a retail setting (Burns and Neisner, 2006). In the context of retail, emotional reaction is found to be more important than cognitive evaluation because negative emotion concerning poor performance seems to deteriorate the level of satisfaction (Burns and Neisner, 2006). ...
... In reality, cognitive evaluation and emotional reaction have been proven to explain the level of satisfaction experienced in a retail setting (Burns and Neisner, 2006). In the context of retail, emotional reaction is found to be more important than cognitive evaluation because negative emotion concerning poor performance seems to deteriorate the level of satisfaction (Burns and Neisner, 2006). It turns out that customers with high emotional reactions tend to repurchase products and services offered by a retail store. ...
... Furthermore, customer satisfaction reflects the customer's judgement on a cognitive and emotional experience. In reality, cognitive evaluation and emotional reaction have been proven to explain the level of satisfaction experienced in a retail setting (Burns and Neisner, 2006). In the context of retail, emotional reaction is found to be more important than cognitive evaluation because negative emotion concerning poor performance seems to deteriorate the level of satisfaction (Burns and Neisner, 2006). ...
... In reality, cognitive evaluation and emotional reaction have been proven to explain the level of satisfaction experienced in a retail setting (Burns and Neisner, 2006). In the context of retail, emotional reaction is found to be more important than cognitive evaluation because negative emotion concerning poor performance seems to deteriorate the level of satisfaction (Burns and Neisner, 2006). It turns out that customers with high emotional reactions tend to repurchase products and services offered by a retail store. ...
In-store service quality and customer satisfaction, with its final effect on customer loyalty, have attracted relatively little attention during the COVID-19 pandemic in Vietnam. This study examines the causal links among service quality, customer satisfaction and loyalty in Vietnam retail industry. A questionnaire-based survey collected data from 249 Vietnamese customers from a supermarket in Danang City during the lockdown. The research model was validated using PLS-SEM. The findings show that: 1) physical aspects, reliability, personal interaction, customer care, and policy as the five components of service quality positively influence customer satisfaction; 2) customer satisfaction has a positive influence on loyalty and also plays a mediating role linking service quality and loyalty; 3) among these components, reliability and customer care make a difference between direct purchase and shopping through electronic devices. Consequently, retail managers should significantly improve the five dimensions of service quality to maintain customer satisfaction and loyalty; among these dimensions, reliability and customer care should be considerably paid attention to when customers purchase online.
... To date, few studies have investigated how consumer emotions experienced before the decision-making process are connected to actual food product choice. With regards to the effect of emotions in a shopping context, a lot of research has been conducted investigating factors like shopping experience, consumer satisfaction and return intentions (Burns & Neisner, 2006). Herter et al. (2014), for instance found, that in a neutral emotion condition, women are more satisfied, more likely to recommend the shop and more likely to return to the shop than men. ...
... Therefore, the goal of retailers should be to establish an enjoyable environment that can be perceived as positive by all its customers. This would benefit retailers, as customers with more positive emotions would have higher return intentions and likability rates for the shop (Burns & Neisner, 2006;Herter et al., 2014). ...
A strong link between emotions and eating behavior has been previously found, however there is a lack of research investigating how emotions influence food product choice in a retail setting. An online questionnaire including a choice-based conjoint analysis and self-reported consumer emotions was
used to assess the importance of different product attributes to yogurt consumers in Germany in 2021. The analysis consisted of a Hierarchical Bayes approach and a cluster analysis. The results revealed that yogurt consumers placed most importance on ingredients, followed by price, Nutri-Score, flavour,
and finally production method. Based on the self-reported consumer emotions, a positive, a rather positive and an indifferent emotion cluster was found. The positive cluster preferred the highest quality in terms of ecological and health values and was willing to pay more for such a yogurt. The rather positive
cluster preferred these options as well, however was not always willing to pay more for them. The indifferent cluster was more driven by lower prices and was more willing to trade other qualities for the cheapest option. These findings are
insightful for food marketing and health interventions as shopping experience, as well as product choice could be enhanced through emotion induction.
... The emotion that a consumer feels toward a business helps to form psychological bonds. Customer emotion can be thus regarded as a consumption-related driver of a firm's success based on that firm's ability to accurately discern consumer perceptions of a product (Burns & Neisner, 2006). Positive emotional experiences during consumption have yielded positive service outcomes, including higher consumer satisfaction and improved future behavioral intentions in a service setting (Lin & Yan, 2011). ...
... The growing body of literature suggests that when consumers experience positive emotions toward a brand, they are likely to advertise the brand through word-of-mouth (Burns & Neisner, 2006). According to Donovan (1994), favorable emotions experienced by consumer overtime encourages long-term purchasing behavior. ...
This study explores the positive relationships between the three dimensions of relationship benefits (confidence benefits, social benefits, and special treatment benefits), attitudinal loyalty (consumer emotion and customer commitment), and behavioral intention in the Kids’ café segment. To test the proposed hypotheses, structural equation modeling was utilized based on data from a total of 263 customers visiting Kids cafés in South Korea. The current study demonstrated the role of relationship benefits as a key determinant of attitudinal loyalty (customer emotion, customer commitment) and behavioral loyalty in an emerging business paradigm of Kids’ café services. The results offer insight not only into how the salient constructs might impact behavioral loyalty but also provide practical guidelines for enhancing the effectiveness of relationship benefits thus helping facilitate behavioral loyalty in the strategic relationship marketing practices of Kids cafés.
... Eine Möglichkeit Emotionen in Form eines Circumplex-Modells darzustellen, bieten die beiden Dimensionen arousal (aktiviert vs. deaktiviert) und pleasure (positiv vs. negativ) (Bagozzi et al., 1999;Russell, 1980). Emotionen sind im Servicekontext hochrelevant, machen einen wichtigen Teil der Serviceerfahrung aus und haben Auswirkungen auf das Kund:innenverhalten, die Kund:innenzufriedenheit, die Kund:innenloyalität und die wahrgenommene Servicequalität (Bagozzi et al., 1999;Burns & Neisner, 2006;Delcourt et al., 2016;Donovan, 1994;Martin et al., 2008;Tumbat, 2011). Ein wichtiger Aspekt für eine erfolgreiche Serviceinteraktion und die Zufriedenheit der Kund:innen ist die Fähigkeit des Servicepersonals die emotionale Situation der Kund:innen zu verstehen und passend auf diese zu reagieren (Bahadur et al., 2018;Bitner et al., 1994;Mattila & Enz, 2002). ...
... Eine erfolgreiche Serviceinteraktion kann hingegen positive Emotionen hervorrufen, da soziale Bedürfnisse erfüllt werden (Lee & Dubinsky, 2003). Kund:innen mit positiven Emotionen zeigen eine höhere Zufriedenheit und eine verbesserte Loyalität (Burns & Neisner, 2006). ...
Die COVID-19 Pandemie verändert das Leben vieler Menschen. Der stationäre Handel ist eine Domäne, die besonders unter dem Einfluss dieser Pandemie leidet, da sie bereits von den Auswirkungen der digitalen Transformation gezeichnet ist. Die Vorteile, die der stationäre Handel nach wie vor hat sind u. a. die Qualifikation des Servicepersonals und die daraus resultierenden Serviceinteraktionen. Die Möglichkeit der Interaktion mit dem Servicepersonal schafft eine Verbindung zwischen Servicepersonal und KundInnen und kann zu einer gegenseitigen Wertschöpfung beitragen. KundInnen haben dabei die Möglichkeit bestimmte Bedürfnisse zu erklären, während das Servicepersonal mit passenden Services darauf reagieren kann. Das Verhalten und die Bedürfnisse der KundInnen lassen sich nicht allein durch die Berücksichtigung rationaler Aspekte erklären, sondern werden stark von Emotionen beeinflusst. Die Fähigkeit des Servicepersonals KundInnenemotionen zu verstehen und adäquat auf diese zu reagieren, ist daher entscheidend für die Qualität der Serviceinteraktionen und die Gesamtzufriedenheit der KundInnen. Das korrekte Erkennen von Emotionen kann selbst für erfahrenes Servicepersonal herausfordernd sein und wird durch das pandemiebedingte Tragen von Gesichtsmasken weiter erschwert. Um eine angenehme und wertvolle Interaktion zwischen KundInnen und Servicepersonal sicherzustellen, schlagen wir ein Informationssystem vor, welches diese Serviceinteraktionen emotionsbasiert unterstützt. Hierbei wird den KundInnen zum einen eine einfache Möglichkeit geboten ihre Emotionen anzugeben und dem Servicepersonal zum anderen darauf basierende individuelle Handlungsempfehlungen vom System vorgeschlagen. Basierend auf einem NutzerInnentest wird die grundlegende Funktionalität des Informationssystems getestet und zwei unterschiedliche Interaktionen zwischen dem Servicepersonal und KundInnen simuliert und verglichen. Dabei werden insbesondere die Auswirkungen der Interaktion hinsichtlich ihres Einflusses auf die emotionale Situation und den resultierenden Value in Interaction der KundInnen untersucht. Die Ergebnisse bestätigen, dass Emotionen einen wichtigen Bestandteil einer Interaktion zwischen dem Servicepersonal und den Kunden darstellen und sich auf den wahrgenommenen Wert einer Interaktion auswirken. Weiterhin konnte gezeigt werden, dass die KundInnen eine digitale und emotionsbasierte Unterstützung der Serviceinteraktion für sinnvoll erachten.
... concept.pdf (04.02.2013)) stanowiące wierzchołek rozbudowanej piramidy potrzeb (por. A. Baruk: Marketing personalny jako instrument kreowania wizerunku firmy, Difin 2006, s. 71).6 Co prawda, np. ...
W artykule została przedstawiona problematyka oczekiwań nabywców finalnych w kontekście stymulowania ich potencjału marketingowego. Głównym celem było zatem określenie roli oczekiwań nabywców w jego pobudzaniu. Dążąc do jego realizacji wykorzystano metodę analizy poznawczo-krytycznej literatury przedmiotu oraz metody analizy statystycznej wyników pierwotnych badań empirycznych. W artykule podkreślono m. in. konieczność spełniania rosnących oczekiwań nabywców jako cennych partnerów marketingowych, których potencjał marketingowy stanowi niezwykle ważne dopełnienie marketingowego potencjału oferenta, dzięki czemu można zbudować społeczność partnerów osiągających wymierne i niewymierne korzyści poprzez wspólne kreowanie oferty rynkowej. Zwrócono uwagę na bariery utrudniające ten proces oraz warunki, jakie muszą spełnić oferenci i nabywcy, aby stał się on rzeczywistością. Bariery te są relatywnie mniejsze w przypadku rynków wzrostowych, do których w Polsce należy rynek jagnięciny, co powinni wykorzystać jej oferenci. Niestety, jak wynika z badań, oczekiwania nabywców nie są spełnione, zwłaszcza w odniesieniu do komunikacji marketingowej, czego skutkiem jest luka marketingowa utrudniająca kształtowanie i wykorzystywanie ich potencjału marketingowego w sposób korzystny dla nich i dla oferentów.
... Beginning and maintaining a relationship with customers, buying goods and services frequently, placing a high value on purchases, tolerating higher prices, recommending products to others, and remaining immune to the competition's allure are all ways to build customer loyalty [26]. Customer loyalty has a powerful impact on a firm's performance and is considered by many companies as an important source of competitive advantage [16]. Because loyal customers are any company's most valuable asset, managers must connect with them, communicate with them effectively, and respond quickly to their complaints. ...
The study explores the connection between brand equity and customer loyalty in the telecom industry. It specifically examines how customer satisfaction plays a moderating role in this relationship. The research employed structural equation modeling and involved 386 Ethio telecom customers. Several aspects were evaluated, including reliability, convergent validity, and sample adequacy. The study's findings highlight a strong positive correlation between brand equity and customer loyalty within the telecom industry. Factors such as positive brand image, perceived quality, brand awareness, and brand associations were found to have significant influences on customer loyalty. Furthermore, customer satisfaction was identified as a moderator, enhancing the positive impact of brand equity on loyalty. Based on the results, the study emphasizes the importance of brand equity and customer satisfaction in fostering loyalty in the telecom industry. It suggests that telecom companies should invest in building a strong brand image, improving perceived quality, increasing brand awareness, and cultivating favorable brand associations. Policymakers and regulators are also encouraged to create a competitive telecom market that promotes innovation, high-quality service delivery, and reasonable pricing. The practical implications of these findings are significant for the industry. They underscore the need for strong brand equity strategies and the delivery of exceptional customer experiences. By prioritizing these aspects, telecom companies can enhance customer loyalty and gain a competitive advantage in the market.
... Hotel investment is capital intensive in nature. Consequently, the return from an investment should be secured enough to give good reason for the investment option (Burns & Neisner, 2006). The hotel industry is one of the essential infrastructures that would go a long way in attracting tourists and tourism development. ...
The aim of this study is to evaluate the effects of service quality on customer satisfaction and patronage in Zaranda hotel of Bauchi metropolis. A quantitative research approach was adopted in order to obtain data pertinent to the study. Furthermore, structured questionnaire was administered to the respondents. SERVQUAL dimensions were eventually modified to best fit with hotel sector. The sample frame for the study is 2,369 and 331 formed the sample size which were drawn from the entire population. Purposive sampling was thus adopted in the study in order to arrive at the sample size. Data were collected from 331 respondents that formed the customers in Zaranda hotel. Hierarchical multiple regression was used to analyze and determine the effects of service quality on customer satisfaction in the study area. The result revealed that R square was 0.795. This showed a large significant effect size in customer satisfaction in the study area. Moreover, the effect of service quality on customer patronage in the study area revealed that the R square was 0.001. This indicated insignificant effect size in customer patronage in the study area. However, further findings from the study uncovered that service quality has statistically significant influence on customer patronage after controlling the effect of customer satisfaction in the model. The study recommended that Hotel facilities such as communication services, transportation services and internet services should be improved. This will promote higher level of customers' patronage with the hotel facilities. The study equally suggested that service quality of communications services should be enhanced and improved. The study also recommended that customer requirements should be incorporated into the proposed hotel services. The facilities, services, amenities and utilities in hotels should be provided based on the customers' need and requirement. More emphasis should be given to contractors, developers, designers, and end user's right from the proposed stage so as to put up the customers' needs.
... Assim como, deve-se destacar a importância do papel do órgão de vigilância responsável, para que ocorra uma maior intensificação quanto a fiscalização destes estabelecimentos, determinando o atendimento imediato das normas estabelecidas pela legislação vigente, no que tange a comercialização deste tipo de água.Em relação a iluminação e instalação elétrica, constatou-se que 44,99% dos estabelecimentos apresentam iluminação adequada com proteção e instalação embutida na parede ou teto. O projeto de iluminação de um comércio tem que ser bem realizado, pois torna-se o produto mais desejável e a expêriencia de satisfação mais elevada tornado o momento de compra bem mais agradável, podendo influenciar na fidelização do consumidor(Burns & Neisner, 2006; Rezende & Lisita Júnior, 2014).Há uma inexistência em relação a disponibilidade dos registros de limpeza do local, do total de estabelecimentos analisados apenas 10% apresentava laudos laboratoriais atestado por um técnico responsável pela análise, disponível para os consumidores, informando a análise físico-química da água, no entanto, quanto aos padrões micribiológicos nada foi constatado.No que se refere aos manejos e resíduos, 80% consta presença de recipiente para coleta de resíduos, porém nem todos apresentam tampas para evitar a exposição, assim como, o contato manual dos consumidores, os mesmos não apresentam retirada frequente dos resíduos evitando focos de contaminação. Como também, favorecer a presença de insetos e/ou roedores nas proximidades do local. ...
O consumo de água fora dos padrões de qualidade higiênico-sanitária, pode veicular um elevado número de enfermidades desde sintomas leves, como: diarreia, náuseas, calafrios, vômitos, febre, até casos mais graves como febre tifoide, hepatite A e cólera, causadas pela presença dos microrganismos patogênicos e/ou suas toxinas. Diante do aumento da procura e comercialização da água purificada em chafariz eletrônico no município de Assú, o objetivo da realização desta pesquisa foi verificar as condições higiênico-sanitárias nos estabelecimentos que comercializam água purificada em chafarizes eletrônicos na cidade do Assú - RN. Para a realização deste estudo, foi utilizado a aplicação de uma ferramenta de controle tipo Check-list com base na Resolução nº 173/2006 que, dispõe sobre o Regulamento Técnico de Boas Práticas para Industrialização e Comercialização de Água Mineral Natural e de Água Natural e a Lista de Verificação das Boas Práticas para Industrialização e Comercialização de Água Mineral Natural e Água Natural. Os resultados revelam que os estabelecimentos comparados de acordo com o check-list não estavam em conformidade com os padrões estabelecidos pela legislação, na qual 90% dos estabelecimentos foram reprovados revelando a má qualidade sanitária provenientes dos chafarizes analisados. Isso indica que a qualidade da água fora dos padrões legais não é apropriada para o consumo humano, podendo proporcionar danos à saúde do consumidor. Por fim é necessária uma maior atuação dos órgãos públicos competentes quanto a fiscalização destes locais, para que eles atendam às necessidades míninas pra fornecer um produto de qualidade.
... According to Burns and Neisner (2006), cognitive evaluation is more important than emotional reaction in explaining customer satisfaction. Choi (2001), discovered that the most influential predictor of customer satisfaction and repurchase intention was perceived service quality. ...
... Oliver proposed that customer satisfaction involves a cognitive assessment of the variance between consumers' pre-purchase expectations and post-purchase perceptions of gain [20]. Subsequent studies posited that customer satisfaction was an outcome arising from both cognitive evaluations and emotional responses [21,22]. Synthesizing the previous research, Oliver Richard defined customer satisfaction as the delight or fulfillment experienced by customers through the gratification derived from consumption-related realization, which can emanate from products, services, or their distinctive features [23]. ...
Grasping the concerns of customers is paramount, serving as a foundation for both attracting and retaining a loyal customer base. While customer satisfaction has been extensively explored across diverse industries, there remains a dearth of insights into how distinct rural bed and breakfasts (RB&Bs) can effectively cater to the specific needs of their target audience. This research utilized latent semantic analysis and text regression techniques on online reviews, uncovering previously unrecognized factors contributing to RB&B customer satisfaction. Furthermore, the study demonstrates that certain factors wield distinct impacts on guest satisfaction within varying RB&B market segments. The implications of these findings extend to empowering RB&B owners with actionable insights to enhance the overall customer experience.
... Consumer loyalty is characterized as an emotional state coming about because of the assessment of help, or "the purchaser's satisfaction response", how much the DOI: http://doi.org/10.24086/ICAFS2023/paper.893 satisfaction is lovely or disagreeable (Burns & Neisner, 2006). The feelings inspired during and after utilization are transient and are coordinated into a mentality toward the buy. ...
Measuring customer satisfaction with online shopping (CSOS) service is indispensable nowadays, especially during COVID-19 spreading. Therefore, measuring customer satisfaction (CS) has become necessary to develop the quality and continuity of services. This research has three objectives: specifying factors that play a role in customer satisfaction on multi-communications companies' online-service quality (OSQ) in Erbil, measuring the effect of these factors, and examining the difference in satisfaction among customer groups taking into consideration the demographic information. The sampling is selected randomly from (144) customers having been shopping during the Covid-19 spreading to be the target people of this study. Testing of the hypotheses shows that a positive and significant relationship has existed between customer satisfaction and online service quality (OSQ) on E-commerce platforms: Web Design and Reliability are the most influential factors in customer satisfaction, while safety and customer service have little impact. Besides other factors, demographic variables, such as age and monthly income, affect customer satisfaction at online shopping websites.
... Customer satisfaction is among the most extensively researched topics in marketing (Lee & Whaley, 2019). It depends on how well the product or service fulfills or exceeds customers' needs or expectations (Prayag et al., 2019;Burns & Neisner, 2006). In addition, there is evidence linking satisfaction to loyalty and purchase intentions among customers (Ou & Verhoef, 2017;Lin et al.,2020;Park et al., 2019). ...
The transition from Industry 4.0 to Industry 5.0 started when personalization options became available to customers. This revolution aims to bring back the human touch with the convergence of advanced technology towards a degree of personalization to meet the demand of the customers. In the era of Industry 5.0, consumers want to differentiate themselves as unique, and personalized products allow them to express themselves as individuals. This has prompted personal recommendations to become more popular. Despite the increasing popularity of personalized recommendations, little research has been conducted on the impact of these recommendations on user satisfaction. As a result, an online survey was conducted to test the relationships between personalized product recommendations and user satisfaction and proposed a conceptual model. The findings of the study indicated a positive association between personalized product recommendations and consumer satisfaction and highlighted several managerial and practical implications that academics and retailers may find useful.
... Retailers can gain a competitive advantage and long-run survival by providing emotional and cognitive retail experiences (Burns & Neisner, 2006). ...
Social commerce (SC) is an upcoming trend that has changed the online shopping experience by allowing e‐retailers to develop long‐term relationships with customers and increase sales. Empowered by Web 3.0, SC offers many‐to‐many interactions, enhancing the quality and quantity of social interaction related to the seller–customer, information searches, and product/service delivery. The customer experience (CEX) has been well developed both in the online and offline contexts. However, limited attention has been paid to examining CEX in the SC setting. This study aims to conduct a systematic review of the literature to develop a conceptual framework exploring both the antecedents and consequences of CEX in the SC setting. In the process, we make three significant contributions to academia and practice. First, the study contributes to our understanding of CEX in the context of SC. Second, it proposes a conceptual framework by identifying antecedents of CEX and potential consequences using the consumer culture theory. Finally, it highlights a subject relevant to academia and practice while proposing recommendations for further research.
... Los elementos tradicionales del retail que definen la estrategia de posicionamiento con respecto a la competencia -formato de la industria, estrategia del producto, atención al cliente y estrategia de comunicación con el cliente-son los factores clave para comunicar la ventaja competitiva a través de la imagen de la tienda (Kerfoot et al., 2003). Burns & Neisner (2006) atribuyen características psicológicas a la imagen de la tienda, basadas en percepciones afectivas del consumidor, no controladas conscientemente. Zimmer & Golden (1988, p. 287) afirman que en el proceso por el cual los consumidores evalúan la imagen de la tienda, las evaluaciones afectivas juegan un papel principal. ...
... Many challenges result for frontline salespeople, one of which lies in having to convince another person of the merits of the product or service, who could differ greatly from the accompanied shopper in their views and their assessment of whether or not the sales conversation is going positively. In these situations, it therefore becomes especially important that salespeople pay attention to both parties and their emotions during the interaction, especially when they grow aware that one or both parties have high expectations regarding the service to be provided by them (Burns & Neisner, 2006). Early recognition of a companion's personality traits can help to decide the best approach promptly and thus not only lead to a successful conversation from the shopper's point of view but also to an improved mood and more positive influence if the companion is of the disruptive type. ...
Shopping companions are a common phenomenon in retail environments. They influence shoppers in a variety of ways, as well as retailers' frontline staff, who engage shoppers and their companions in sales conversations. This dissertation examines the phenomenon of co-shopping and its implications from three perspectives:, i.e., from the academic, the practitioner, and the customer perspective. Following a systematic literature review reflecting the current state of research on the topic, the specific behavior of different types of companion is analyzed from the perspective of service-oriented retail salespeople. On this basis, five types of shopping companion, each unique in terms of personality and behavior, are described. Ultimately, different types of companion and their various behaviors are examined with regard to their different effects on accompanied shoppers. In particular, emphasis is placed on the emotions aroused in the shopper and changes in their behavior, especially in terms of time invested and their tendency to abandon a planned purchase.
The dissertation's findings contribute to a better understanding of how shoppers are influenced by companions, and specifically through their behavior and personality. It sheds light on how shoppers process the influences of different types of companion and, in greater detail, how emotions aroused by a particular companion type can determine corresponding behavioral changes with shoppers. The findings highlight the importance of retailers and their frontline staff adequately addressing the particular influences of specific types of shopping companion. Corresponding implications and opportunities for improved training and education of retail salespeople and improved design options for elements of the shopping environment are discussed.
... In this area, the concept of affinity has been examined from different perspectives. For example, as a key element in the context of reference groups and the influence they exert on others (Macchiette & Roy, 1991, or under the notion of "emotional affinity" with a target (e.g., a brand; see Burns & Neisner, 2006), defined as an important variable that affects the quality of the company-customer relationship (Wang & Beise-Zee, 2013). In turn, some authors have emphasized the relevance of the concept of affinity in postpurchase situations, since "perceptual affinity" can be a relevant antecedent of consumers' word-of-mouth (Gilly et al., 1998) or since customer loyalty can be generated through affinity programs (Uncles et al., 2003). ...
The use of the term affinity has been gradually spreading in several disciplines from multiple viewpoints. Among all these approaches, the concept of consumer affinity, which explains how consumers' positive dispositions toward a particular foreign country affect their purchase decisions of products from that origin, has recently emerged in the marketing discipline. In addition to the scarcity of theoretical and empirical studies on this concept, the marketing literature lacks a systematic review detailing the origin, evolution, and relevance of this notion and the remaining gaps to be investigated in this field. This study aims to examine the complex nature of consumer affinity and the difficulties that arise in its analysis at a conceptual and methodological level to examine its nature, characteristics, dimensionality, and relationship with other variables. To this end, through a systematic review using the PRISMA protocol, this study provides an integrated framework of the existing literature, analyzing the etymological origin and conceptual foundations of consumer affinity, its publication trajectory, and the main contributions to its study. Finally, this paper provides a roadmap for future research based on the convergences, inconsistencies, and knowledge gaps identified in the literature.
... Research has shown that the atmospherics of a retail environment can affect consumers' emotional states as well as their behavioral intentions (Park and Farr 2007). Moreover, satisfaction constitutes a critical element in retail environments that enhances consumers' preferences (Burns and Neisner 2006). The study conducted by Paul, Sankaranarayanan, and Mekoth (2016) explored the determinants of consumer satisfaction in small and large retail environments. ...
... Many challenges result for frontline salespeople, one of which lies in having to convince another person of the merits of the product or service, who could differ greatly from the accompanied shopper in their views and their assessment of whether or not the sales conversation is going positively. In these situations, it therefore becomes especially important that salespeople pay attention to both parties and their emotions during the interaction, especially when they grow aware that one or both parties have high expectations regarding the service to be provided by them (Burns & Neisner, 2006). Early recognition of a companion's personality traits can help to decide the best approach promptly and thus not only lead to a successful conversation from the shopper's point of view but also to an improved mood and more positive influence if the companion is of the disruptive type. ...
... According to psychology, literature has shown that emotions may affect evaluative processes, as Mehrabian & Russell indicate (1974). Customers' emotions and judgments, the emotions, and evaluations of customers are noted to significantly correlate with their satisfaction (Burns & Neisner, 2006). ...
In today's world, the hotel sector is growing at a rapid pace and is becoming a worldwide industry. With intense competition, it is important for five stars hotels to be able to retain their customers and the understanding towards factors influencing customer loyalty seems to be paramount. The study examined four major predictors of customers' loyalty namely emotion and convenience. Besides, customers' satisfaction was postulated to mediate the relationship between emotion and convenience and loyalty. A survey of 371 gusts of Sheraton, Le Meridian, and Marriot in Jordan shows supports all of the hypothesized relationships in the study. The findings showed that emotion and comfort were found to be significantly linked to customer loyalty. Customer satisfaction, on the other side, was shown to have a partial mediation impact on the customer loyalty relationship between emotion and comfort. In order to pick five-star hotels in Jordan, this study added to theoretical and practical knowledge by presenting information regarding determinants of consumer loyalty. As well as recommendations for potential research, the consequences of the study and guidelines for the hotel industry in Jordan were forwarded.
... Eine vielversprechende Herangehensweise kann es sein, an dem Alleinstellungsmerkmal des stationären Einzelhandels, der Serviceinteraktion (Interaktion zwischen Servicepersonal und Kund:innen), anzusetzen und diese zu stärken. Emotionen sind im Servicekontext hochrelevant und machen einen wichtigen Teil der Serviceerfahrung aus (Bagozzi et al., 1999;Burns & Neisner, 2006). Insbesondere die Fähigkeit des Servicepersonals, die Emotionen der Kund:innen zu verstehen und darauf zu reagieren, ist erfolgsentscheidend für Serviceinteraktionen Bitner et al., 1994;Mattila & Enz, 2002). ...
The pandemic has given a huge boost to digitisation in business, science, education,
private networks and public institutions, highlighting innovative ideas as well as
vulnerabilities in equal measure. Since 2020, our lives and work have been transformed
into a hybrid socio-technical reality based on digital communication and collaboration.
Participation is increasingly mediated, encompassing education, business, science,
private life and society in general. Sometimes it is still about infrastructures (in
education), often we discuss ways of working and just as often the (digital) skills
required for this, especially with an ageing population. Debates increasingly revolve
around the possibility of returning to a ‚normal‘ life and we increasingly ask ourselves
what a normal life is and whether this is actually to be expected or desired.
We have obviously embraced permanent technology-based change with increasing
acceleration. But where is the journey really going? Are communities constituted
exclusively in the interplay of hybrid realities? Are big data a threat or an opportunity?
Can we process it at all or does it require fundamentally different tools and methods -
such as visual analytics, virtual reconstruction, virtual engineering, virtual assistants
and collaborative VR? What does digital innovation have to do with the pandemic
and vice versa? Can our lives in hybrid communities be fulfilling in the long run, or
are virtual realities more of an escape room from a threatening everyday life? Which
competence frameworks between DigCompEdu and Literacy do we need?
With the aim of addressing these questions through a program that is equally fed
by science and application, a group of scientists from the faculties of Education
and Economics as well as the CODIP – Center for Open Digital Innovation and
Participation (as successor of the Media Center) of the TUD Technische Universität
Dresden, with the friendly support of several permanent partner universities – the HGU
Hochschule der Deutschen gesetzlichen Unfallversicherung, the HTW Hochschule
für Technik und Wirtschaft Dresden, the FHD Fachhochschule Dresden and the DIU
Dresden International University – did host the 24th GeNeMe in autumn 2021.
An international steering committee has previously reviewed the more than 50
German and English-language submissions in the form of double-blind peer reviews,
as a result of which the present conference proceedings could be compiled.
... Kết quả này cung cấp bằng chứng kiểm định thực nghiệm về các thành tố cấu thành trải nghiệm du lịch ở phạm vi điểm đến, khi mà gần như chưa có một nghiên cứu có tính hệ thống nào được thực hiện. Hơn thế, kết quả kiểm định các giả thuyết nghiên cứu về ảnh hưởng trải nghiệm du lịch đến cảm xúc và sự hài lòng đối với điểm đến du lịch của nghiên cứu này giúp bổ sung thêm bằng chứng để làm rõ quan hệ tương tác giữa trải nghiệm du lịch với cảm xúc và sự hài lòng của du khách như đề xuất của một số nghiên cứu trước đây[5,13,1].Được khởi xướng khá muộn màng, nhưng mô hình bốn thành phần trải nghiệm của Pine và Gilmore đã và đang thu hút sự quan tâm của nhiều học giả trong nghiên cứu sự hài lòng của khách hàng, nhất là trong lĩnh vực du lịch dịch vụ. Tổng lược các nghiên cứu liên quan trong 20 năm qua cho thấy về cơ bản, các nghiên cứu trong lĩnh vực du lịch đang tập trung kiểm định mô hình bốn thành phần trải nghiệm trong các hoàn cảnh dịch vụ khác nhau nhằm xác định thang đo trải nghiệm du lịch. ...
Trải nghiệm du lịch là vấn đề tương đối mới và chỉ trở thành tâm điểm chú ý của các nhà nghiên cứu kể từ khi kinh tế trải nghiệm (Experience Economy) được đề cập như là một lĩnh vực nghiên cứu chính thống. Thay vì chỉ dừng lại việc đánh giá mối liên hệ giữa một số yếu tố như chất lượng dịch vụ, thuộc tính của điểm đến… với sự hài lòng và ý định hành vi, các nổ lực nghiên cứu trải nghiệm du lịch gần đây đang hướng đến xác định thang đo lường các thành phần trải nghiệm du lịch, cũng như tác động của nó đến sự hài lòng của du khách được kiểm định trong các ngữ cảnh dịch vụ khác nhau. Cùng hướng với các nổ lực này, nghiên cứu này tiến hành khảo sát với 362 du khách tại điểm đến Nha Trang, sử dụng mô hình phương trình cấu trúc để phân tích ảnh hưởng của trải nghiệm đến cảm xúc và sự hài lòng của du khách đối với điểm đến. Kết quả nghiên cứu đã cung cấp thêm bằng chứng thực nghiệm về kiểm định thang đo trải nghiệm du lịch, có thể được vận dụng trong các nghiên cứu tiếp theo về trải nghiệm du lịch, cảm xúc và sự hài lòng của du khách.
... All atmospheric elements are key to emotional states and customer satisfaction in the retail environment (Puccinelli et al., 2009). Burns and Neisner (2006) found that both cognitive evaluation and emotional reaction explain the level of satisfaction that customers experience in retail. ...
In this paper we investigate the verbal expression of shopping experience obtained by a sample of customers asked to freely verbalize how they felt when entering a store. Using novel tools of Text Mining and Social Network Analysis, we analyzed the interviews to understand the connection between the emotions aroused during the shopping experience, satisfaction and the way participants link these concepts to self-satisfaction and self-identity. The results show a prominent role of emotions in the discourse about the shopping experience before purchasing and an inward-looking connection to the self. Our results also suggest that modern retail environment should enhance the hedonic shopping experience in terms of fun, fantasy, moods, and emotions.
... Korábbi kutatások hosszú ideig nem vették figyelembe az érzelmek szerepét a kommunikáció során, mivel azt feltételezték, hogy a minőség és elégedettség főként kognitív alapokon nyugszik (Liljander-Strandvik 1997). Azóta azonban egyre több kutatás bizonyította, hogy a teljesítés értékelésekor az egyén a szubjektív érzelmi reakcióit (érzések és érzelmek) is figyelembe veszi a racionális értékelési szempontok mellett, ez pedig életre hívta az érzelmi dimenzió vizsgálatát is (Burns-Neisner 2006). ...
Purpose
Although well documented for physical stores, consumer motives for buying apparel online have been poorly investigated. Drawing on the social exchange theory (SET), the authors tested a framework that relates time savings, effort savings and money savings to satisfaction, e-loyalty and e-word-of-mouth (e-WOM).
Design/methodology/approach
A cross-sectional, web-based survey was conducted in Canada during the coronavirus (COVID-19) pandemic. Data were collected from 247 participants who made online clothing purchases and analysed using partial least-squares structural equation modelling. The reliability and validity of the measurement model were assessed, and the path coefficients of the structural model were estimated.
Findings
Money savings have a strong effect on e-satisfaction, which in turn determines e-loyalty and e-WOM. Time savings have also been found to influence e-satisfaction, whereas effort savings have no influence. Finally, the results indicate that e-satisfaction competitively mediates the relationship between money savings and both e-loyalty and e-WOM.
Originality/value
Utilising the SET, this study contributes to deepening the knowledge of online clothing purchase in the context of the COVID-19 pandemic. The authors provide a comprehensive view of the mechanisms through which time savings and money savings are the strongest drivers of customer satisfaction, which in turn influence customer loyalty and e-WOM when buying clothes online.
The report analyses the interrelationships between customer satisfaction and success of horticultural companies in Germany.
هدفت الدراسة الحالية إلى معرفة مدى رضا الحُجاج عن الخدمات المقدمة لهم خال حج عام ٢٠٢٠ م من خال التغريدات الي شاركها الحجاج وشاهدي موسم الحج عبرمنصة توير؛ حيث تم استخدام تحليل المشاعر في الفرة من ١٥ جولاي ٢٠٢٠ م وحى ١٥ اغسطس ٢٠٢٠ م وتم استخ اص بيانات الوسوم التالية )#حج، #جمرات، #كعبة، #طواف، #مكة، #عرفة، #مزدلفة، #حجاج، #مى(، على ١٣٧٧٨٤ تغريده كُتبت بأكثر من لغة منها ٣٦٦٢٧ تغريده باللغة العربية تم تحليلها، حيث تم عمل تحليل المشاعر على مرحلتن المرحلة الأولى تم فيها تحليل التغريدات بناءً على قطبية المشاعر والمرحلة الثانية ركزت على التحليل التفصيلي لنوع المشاعر الايجابية أوالسلبية للتغريدات، وقد أسفرت الدراسة عن عدد من النتائج كان من أهمها أن المشاعر الإيجابية حيال حج ٢٠٢٠ م تفوقت على المشاعر السلبية بفارق كبر جداً وهومؤشر قوي لرضا الحجاج عن الخدمات المقدمة أثناء موسم حج خال جائحة كوفيد ١٩ ، وأن رضا الحجاج والمغردين عموماً لم يكن بدافع عاطفي فقط؛ بل كان هنالك أيضاً إدراك معرفي من قبل الحجاج والمسلم ن عامة لظروف الحج الاستثنائية بسبب الجائحة، وتفهمهم الكبر لموقف المملكة العربية السعودية الحكيم من حصر الحج على حجاج الداخل وذلك التزاماً منها بالإجراءات الصحية الاح رازية الي تضمن سامة الحجاج أثناء أداءهم لشعائر الحج، كما أن الدراسة الحالية بينت وبشكل واضح أن المشاعر السلبية قد لا تنتج عن انطباع سلبي ولا ي رتب عليها بالنتيجة سلوك سلبي، فقد تكون هذه المشاعر لحظية وناتجة عن ظروف استثنائية معينه يتفوق فيها الادراك المعرفي للعميل )الحاج( على الشعور السلبي، ومن هنا ترز ضرورة وأهمية التعرف على المشاعر التفصيلية للنصوص وعدم الاكتفاء بقطبية المشاعر الذي قد تنتج عنه دلالة مختلفة، إضافةً إلى ذلك وجدت الدراسة الحالية أنه لابد من دمج تحليل المحتوى بتحليل المشاعر وذلك للوصول للفهم الشامل لدلالة المشاعر، كما تم م احظة قصور عجلة بولتشيك عن تفسر كافة المشاعر، وأن مزج المشاعر الأولية قد ينتج عنه شعور مختلف تماماً غر مصنف ضمن عجلة بولتشيك.
This study aimed to discover the extent of pilgrims’ satisfaction with the services provided to them during the Hajj of the year 2020 AD through the participation of pilgrims and witnesses of the Hajj season on the platform of Twitter. Sentiment analysis was conducted for the period of July 15, 2020 AD to August 21, 2020 AD. Data was extracted using sentiment analysis for the tags of #Hajj, #Jamarat, #Kaaba, #Tawaf, #Mecca, #Arafa, #Muzdalifah, #pilgrims, #Mina. 137784 tweets were written using these tags, of which 36627 tweets were Arabic and analyzed in this study. Sentiment analysis was performed in two stages. The first stage was the analysis of tweets based on the polarity of feelings, and the second stage was a detailed analysis of the type of positive or negative feelings of the tweets. The study resulted in a number of findings, the most important of which is that the positive feelings about the 2020 pilgrimage outperformed the negative feelings by a considerable margin, which is a strong indicator of the pilgrims’ satisfaction with the services provided during the Hajj season. Additionally, as the 2020 Hajj took place during the Covid-19 pandemic, the satisfaction of pilgrims and Muslims in general was not only emotionally motivated; there was also a cognitive awareness of the exceptional circumstances of Hajj due to the pandemic and a great understanding of the wise position of the Kingdom of Saudi Arabia in restricting Hajj to pilgrims inside. This was in compliance with the precautionary health measures that guarantee the safety of pilgrims during their performance of Hajj rituals. The current study clearly indicates that negative feelings may not result from a negative impression and do not result in negative behavior, but that these feelings may be instantaneous and result from certain exceptional circumstances in which the cognitive perception of the client (the pilgrim) agrees on the negative feeling. Hence, it is necessiry to identify the detailed feelings of the texts. In addition, the current study found that it is necessary to integrate content analysis with sentiment analysis to reach a comprehensive understanding of the significance of feelings. It may result in a completely different feeling that is not categorized within the Plutchik’s Wheel.
Prior studies on online shopping behavior have been silent about global consumers’ compromise
choices in online service attributes. Three studies investigate how and when consumers’ thinking
styles affect their service responses toward online retail websites offering compromise options. The
priming findings demonstrate that consumers in two cultural groups (Korea and France) are more
satisfied with and more likely to repurchase from compromise-based websites in the holisticthinking
than analytic-thinking condition. This research contributes to extant literature on consumer
online behavior and provides managerial insights on the practical uses of compromise
tendencies for online service strategies in global retail markets.
This chapter aims to scrutinize the factors affecting perceived satisfaction of users towards mobile wallet services, and how perceived satisfaction leads to intention to recommend the said technology to others. The participants of the study were selected users of the leading Philippine mobile wallet, and they were identified using purposive sampling technique. Partial least squares structural equation modelling using mediation and moderation analyses was used to gauge the hypotheses of the study and causal-predictive research design was utilized. Hypothesis testing results show that perceived ease of use, perceived usefulness, perceived risk, and attitude significantly influence the level of perceived satisfaction of mobile wallet users. The findings also reveal that perceived satisfaction and trust lead to higher intention of users to recommend mobile wallet services to others. Mediation and moderation analyses were also performed, and interesting findings were presented in the chapter.
2 Background and Subjects: Todays, the satisfaction isn't the final key to success and profitability, and the marketing concepts that have been insisting lately on this matter, don't recognize it anymore, thus today only customers who have a sense of belonging to the organization are counted as profitable and long-term capital for organization. To keep and maintain a customer in Corrugated Box Making industry contains a large share of sale security and stability in the competitive market. Strengthening commitment in buyers of corrugated board products leads to the survival of the production units. Researchers' have investigated the factors affecting the commitment and behavior of customers in different industries. But in the corrugated board and packaging industry that their increased industrial activity thrives on industrial exchange in each country, it is not practical. Accordingly, the aim of this study is to identify factors affecting the commitment and behavior of customers in the corrugated board production units in order to offer the solutions to the continuity and quality of its relationship. Material and Methods: Information of the survey is gained through library research, reviewing canons, and interviews with experts regarding the subject's matter of the survey. Then all indices were considered in a questionnaire designed by the researcher standards. The questionnaire was distributed among a sample of the target population. The study consisted of customer and consumers of corrugated board products in Tehran. After sending questionnaires to managers, supervisors, company executives, Consumer and buyer of corrugated board
Tópicos de Marketing no século XXI: Volume 3 é publicação do curso de Marketing da Escola de Ciências, Artes e Humanidades da Universidade de São Paulo, EACH-USP, voltada para a difusão de trabalhos da área de marketing em toda a sua amplitude, incluindo suas interfaces com comunicação, administração, publicidade, propaganda, gestão, psicologia, sociologia, entre outros campos do conhecimento. Tópicos de Marketing no século XXI: Volume 3 é uma publicação eletrônica disponibilizada em acesso aberto. Os textos são publicados com direitos não exclusivos
Modern tüketici dünyasında bireyler, alışverişleri sırasında ürünlerin sadece faydacı özelliklerine değil, aynı zamanda hedonik ve deneyimsel yönlerine de öncelik vererek içsel tepkilerini ortaya koyma eğilimi göstermektedir. Bu durum hem sektördeki uygulayıcılar hem de akademisyenler arasında marka deneyimine yönelik ilginin artmasına yol açmıştır. Ürünlerin ve hizmetlerin işlevsel yönlerinin yanı sıra hedonik özellikleri de zenginleştirilerek alışveriş sürecinin deneyimsel boyutu artırılmaktadır. Diğer yandan perakende sektörü, müşteri etkileşimini zorunlu kıldığından, müşteri deneyimi önemli bir faktör olarak ön plana çıkmaktadır. Müşterilerin marka ile etkileşim noktaları çeşitlilik göstermektedir. Mağaza atmosferi, müzik, renk, koku, görsel tema ve çalışanlar gibi çevresel uyaranlar, müşteriler üzerinde belirgin bir etki yaratmaktadır. Müşterinin mağazada geçirdiği süre içerisinde karşılaştığı fiziksel uyarıcılar, duygusal ve bilişsel sonuçlara yol açmaktadır. Bilişsel ve duygusal beklentilerin karşılanması, müşteri tatminini artırarak tekrar satın alma olasılığını yükseltmektedir. Bu çalışma, marka deneyiminin müşteri tatmin algısı üzerindeki etkisini, bunun marka bağlılığı ve ağızdan ağıza iletişime etkisini incelemeyi amaçlamaktadır. Bu amaç doğrultusunda, Decathlon mağazasını ziyaret eden tüketicilerin marka deneyimleri incelenmiştir. Araştırma sonuçları, marka deneyimi ile müşteri tatmini arasında güçlü bir ilişkinin varlığını kanıtlamaktadır. Benzer şekilde, marka deneyimi marka bağlılığını olumlu yönde etkilemektedir. Sonuçlar, ağızdan ağıza iletişim ile marka bağlılığı arasında ve ağızdan ağıza iletişim ile marka deneyimi arasında pozitif yönlü bir ilişki olduğunu göstermektedir. Bununla birlikte, araştırma müşteri tatmini ile marka bağlılığı arasındaki beklenen ilişkiyi doğrulayamamıştır. Bu çalışma, perakende sektöründeki şirketlere müşteri deneyimi yönetimi stratejileri konusunda önemli öneriler sunarken, müşteri tatminin her zaman marka bağlılığı yaratmadığını vurgulamaktadır.
The current research aims to study the impact of marketing deception on customer satisfaction practised by online shopping companies, as many of these companies deceive customers in terms of the quality of the product provided or the service or price that does not reflect the actual value of the product or utilizing promotional means that show the opposite of what is utility. Thus, it influenced the customer's ultimate satisfaction and the statistical program Spss v.26 and Amos v.26 were used to analyze data. The results showed a robust reverse correlation between the variable of marketing deception in its dimensions and customer satisfaction. The practical results showed a significant impact of marketing deception on customer satisfaction, concluding that the former has a significant impact on the latter, as marketing deception contributes to a negative impact on customer satisfaction, which requires regulators to monitor unethical behaviour.
The world of retail is very dynamic and interesting. The evolution of retail as an industry withholds immense richness in terms of research literature. This study has adopted a review research design to study the retailing literature of last two decades. The bibliometric database Scopus was used to extract the list of studies. The central constructs considered for the study are service quality (SQ), customer satisfaction (CS), and customer delight (CD). A systematic literature review approach was undertaken along with PRISMA framework. Multiple rounds of screening were done to finalize a total of 92 documents for the review. To identify, evaluate, and study various themes and variables related to the central constructs, several research tools were used like network analysis, temporal analysis, citation analysis, and mind maps. The findings of the study would help both retail researchers and practitioners to understand consumer behavior concerning retail sector and devise the future course of action to develop higher levels of customer loyalty and retention.
Numerous studies have shown that colors have
various psychological impacts, and these effects may
be used in a variety of contexts. Colors can create
change in our emotional states. Being under the
influence of colors can cause sudden changes in
mood. In particular, some colors show both positive
and negative effects on the user. Associated with the
help of this study, the emotions that colors create in
people from design elements have been determined
and it is aimed to ensure that colors can be used in
accordance with the purpose of design. For this, 20
different colors and 26 positive and negative
emotions were determined within the scope of the
study in order to specify the emotions these colors
create in people. In order to determine the effect of
age and gender on preference in matching colors
with emotions, a survey was conducted on a total of
320 people from different age groups and genders.
As a result of the study, it has been revealed which
colors or color groups can be used to create which
feelings in the design. Thus, it has been shown how
colors can be used in determining the space designs
according to the effect of colors on people and in
realizing the design in accordance with the purpose.
Keywords: Color, Visual perception, Emotion,
Feeling
Purpose: The purpose of this research is to examine the impact of band image on customer satisfaction: a case study of luxury brands in Thailand. In this research, the researcher will accentuate customer satisfaction and related factors, including brand image, brand ambassador, brand loyalty, service quality dimension, and customer perceived value. Design/Methodology/Approach: The researcher used numerous components to determine the impact of the brand image on customer satisfaction, including research design, sampling plan, research instruments, the validity of the pilot test, methods of data gathering and procedures, and statistical treatment of data. Findings: This research provides related factors that impact customer satisfaction with luxury goods for a customer currently living in Thailand. This research precisely evaluates those relationships influencing customer satisfaction variables, forming the basis for the study's executive summary. The related factors in this research are brand ambassador, service quality, brand image, brand loyalty, customer perceived value, and customer satisfaction.
As organizations are operating in a turbulent environment, it is essential for them to change the existing practices and policies. Currently, the aviation sector in Sri Lanka needs to acclimatize to survive in their environment. Thus, this study aims to identify the impact of self-awareness and self-management on organizational commitment to change. Moreover, the study aims to examine the boundary conditions of the proposed relationship by examining the moderating effect of environmental dynamism, which received less attention in the extant literature. Researchers adopted post-positivism research philosophy, and the approach is deductive. Data were collected using a self-administrated questionnaire from 330 front-line employees in the aviation industry in Sri Lanka. PLS-SEM model was adopted to analyze the data, and the violating assumptions were tested. The results showed that self-awareness and self-management are positive and significant influences on organizational commitment to change, and environmental dynamism moderate these relationships. The key implication of this study is managing any critical times by inspiring their level of self-awareness and management to change the mindset of staff to cope with the organization change to enhance the commitment. The findings of the study are beneficial for potential aviation-related academies and practitioners.
Alcance de la revisión: Esta investigación realiza una revisión del rol del visual merchandising en el retail textil para su aplicación en el entorno actual, definido por el sector como la primera gran transformación del retail por los cambios acelerados por la pandemia en toda la cadena de valor (de la fórmula dependiente-mostrador- cliente) en 200 años.
Período de las publicaciones revisadas: Se analizan las investigaciones que entre 1980 y 2020 subrayan el uso de la tienda como elemento de comunicación y marketing. El punto de partida es la década de los 80, cuando se dio la primera revolución destacada en la tienda: Benetton eliminó mostradores y cajas y dispuso las camisetas por colores sin necesidad de vendedor.
Origen y tipos de documentos revisados: Se revisan artículos de revistas indexadas y manuales especializados en las áreas de marketing, consumo, comunicación, distribución y diseño, presentes en bases de datos nacionales e internacionales y en la Biblioteca Nacional de España.
Aportación del autor a las publicaciones analizadas: El estudio identifica las funciones del visual merchandising para responder a la necesidad de los retailers de adaptarse a las altas expectativas de los consumidores, vinculadas a las innovaciones tecnológicas en el diseño y en el ambiente o a decisiones de compra basadas en estímulos externos, más rápidas y menos motivadas por un esfuerzo cognitivo.
Conclusiones sobre las líneas de investigación estudiadas: Las principales funciones del visual merchandising son: 1) representación del producto en la imaginación del consumidor, de tal forma que convierte la experiencia de compra en una aventura y un descubrimiento continuo; 2) representación del estilo o forma de ser de la marca; 3) mejora de la experiencia de compra 4) presentación de la identidad corporativa, único rasgo que se muestra visible a los públicos; y 5) control de lo que el cliente ve y experimenta en la tienda.
Purpose
The purpose of this paper is to investigate the effect of atmospheric cues encountered in the complex retail environment of pharmacies and, in addition, to test the boundary conditions for the formation of experience-rich emotions. Following this rationale, the research succeeds to partially explain patronage decisions and behavior in pharmacies.
Design/methodology/approach
A quantitative methodology was used, using a structured questionnaire. Data were collected using a multistage sampling approach of days of the week and times of each day, seeking responses from customers exiting three, aesthetically diverse types of pharmacies in the wider area of Athens, Greece. Structural equation modeling techniques were used to test the measurement using SmartPLS3 statistical software.
Findings
The results primarily confirm the multidimensionality and complexity of atmospherics in pharmacies and the consequent effect on customers’ emotional state. Emotions, amplified by repeat visitation, have both a direct and a mediated effect on customer loyalty while emotional attachment acts as the mediator.
Originality/value
The recent elevation of pharmacies from a mere convenient shopping destination of mostly emergency goods to a shopping alternative for a wide variety of well-being goods and services, necessitates the shift of focus of research from the technical expertise of the pharmacist to the enabling dimensions of the retailing environment. The paper answers this need and test the boundary conditions for the development of experience-rich emotions in retailing. The proposed model indicates the significant impact of atmospherics in customer decision-making even in the complex setting of pharmacies.
This study tests the Mehrabian-Russell environmental psychology model in retail settings. The results suggest that store atmosphere engendered by the usual myriad of in-store variables, is represented psychologically by consumers in terms of two major emotional states - pleasure and arousal - and that these two emotional states are significant mediators of intended shopping behaviors within the store. The practical value of this approach is that retailers may be better able to explain and predict the effects of in-store changes on shopping behavior.
Describes an experiment conducted comparing the effects of
background and foreground music on clothing store shoppers. Concludes
that choosing to play store music solely to satisfy customers'
preferences may not be the optimal approach; instead music should be
varied across areas of a store that appeal to different-aged customers.
In this article, the authors examine the roles that price, performance, and expectations play in determining satis- faction in a discrete service exchange. The authors maintain that the price fluctuations common to the many ser- vice industries that implement demand-oriented pricing, combined with the inherent heterogeneity of service performance, likely result in price-performance combinations that vary widely. Furthermore, the authors propose that the level of price-perform ance consistency in a service exchange moderates the relationship between performance expectations and subsequent performance and satisfaction judgments. When price and performance are consistent, expectations have an assimilation effect on performance and satisfaction judgments; when price and performance are inconsistent, expectations have no effect on performance and satisfaction judgments. To ex- amine these issues, the authors develop a contingency model that they estimate using data from a multimedia ex- perimental design. The results generally support the contingency framework and provide empirical support for normative guidelines that call for creating realistic performance expectations and offering money-back service guarantees.
Several theories of relationship marketing propose that customers vary in their relationships with a firm on a continuum from transactional to highly relational bonds. Few empirical studies have segmented the customer base of an organization into low and high relational groups to assess how evaluations vary for these groups. Using structural equation analysis, the authors analyze the relationships of satisfaction, trust, and commitment to component satisfaction attitudes and future intentions for the customers of a New York off-Broadway repertory theater company. For the low relational customers (individual ticket buyers and occasional subscribers), overall satisfaction is the primary mediating construct between the component attitudes and future intentions. For the high relational customers (consistent subscribers), trust and commitment, rather than satisfaction, are the mediators between component attitudes and future intentions.
The importance of interpreting structure coefficients throughout the General Linear Model (GLM) is widely accepted. However, regression researchers too infrequently consult regression structure coefficients to augment their interpretations. The authors reviewed articles published in the Journal of Applied Psychology to determine how interpretations might have differed if standardized regression coefficients and structure coefficients (or else bivariate rs of predictors with the criterion) had been interpreted. Some dramatic misinterpretations or incomplete interpretations are summarized. It is suggested that beta weights and structure coefficients (or else bivariate rs of predictors with the criterion) ought to be interpreted when noteworthy regression results have been isolated.
When people are in a certain mood, whether elation or depression, that mood is often communicated to others. When we are talking to someone who is depressed it may make us feel depressed, whereas if we talk to someone who is feeling self-confident and buoyant we are likely to feel good about ourselves. This phenomenon, known as emotional contagion, is identified here, and compelling evidence for its affect is offered from a variety of disciplines - social and developmental psychology, history, cross-cultural psychology, experimental psychology, and psychopathology.
The author examines consumer affective responses to product/consumption experiences and their relationship to selected aspects of postpurchase processes. In separate field studies of automobile owners and CATV subscribers, subjects reported the nature and frequency of emotional experiences in connection with product ownership and usage. Analysis confirms hypotheses about the existence of independent dimensions of positive and negative affect. Both dimensions of affective response are found directly related to the favorability of consumer satisfaction judgments, extent of seller-directed complaint behavior, and extent of word-of-mouth transmission.
The authors present a phenomenological and longitudinal investigation of satisfaction, as revealed through consumers’ ownership experiences with technological products. The study seeks to serve a provocative role in this mature research area by stepping back from the historically dominant comparison standards paradigm to question, invigorate, and, in certain ways, redirect satisfaction research along emergent lines. Although results show that the dominant paradigm of satisfaction and its competing models (i.e., those based on the confirmation/disconfirmation of preconsumption standards) are distinctly operative in some of the consumer cases, they are also found to be insufficient or even irrelevant in others. The authors consider several theoretical extensions in light of this learning and induct a new satisfaction paradigm. Overall, the findings support a more holistic, context-dependent, and dynamic process of satisfaction. This process is revealed as a multi-model, multi-modal blend of motivations, cognitions, emotions, and meanings, embedded in sociocultural settings, which transforms during progressive and regressive consumer–product interactions.
The authors extend consumer satisfaction literature by theoretically and empirically (1) examining the effect of perceived performance using a model first proposed by Churchill and Surprenant, (2) investigating how alternative conceptualizations of comparison standards and disconfirmation capture the satisfaction formation process, and (3) exploring possible multiple comparison processes in satisfaction formation. Results of a laboratory experiment suggest that perceived performance exerts direct significant influence on satisfaction in addition to those influences from expected performance and subjective disconfirmation. Expectation and subjective disconfirmation seem to be the best conceptualizations in capturing satisfaction formation. The results suggest multiple comparison processes in satisfaction formation.
A typology of service organizations is presented and a conceptual framework is advanced for exploring the impact of physical surroundings on the behaviors of both customers and employees. The ability of the physical surroundings to facilitate achievement of organizational as well as marketing goals is explored. Literature from diverse disciplines provides theoretical grounding for the framework, which serves as a base for focused propositions. By examining the multiple strategic roles that physical surroundings can exert in service organizations, the author highlights key managerial and research implications.
Several theories of relationship marketing propose that customers vary in their relationships with a firm on a continuum from transactional to highly relational bonds. Few empirical studies have segmented the customer base of an organization into low and high relational groups to assess how evaluations vary for these groups. Using structural equation analysis, the authors analyze the relationships of satisfaction, trust, and commitment to component satisfaction attitudes and future intentions for the customers of a New York off-Broadway repertory theater company. For the low relational customers (individual ticket buyers and occasional subscribers), overall satisfaction is the primary mediating construct between the component attitudes and future intentions. For the high relational customers (consistent subscribers), trust and commitment, rather than satisfaction, are the mediators between component attitudes and future intentions.
A model is proposed which expresses consumer satisfaction as a function of expectation and expectancy disconfirmation. Satisfaction, in turn, is believed to influence attitude change and purchase intention. Results from a two-stage field study support the scheme for consumers and nonconsumers of a flu inoculation.
Service marketing, to be effective and successful, requires a mirror-opposite view of conventional “product” practices.
In this article, the authors examine the roles that price, performance, and expectations play in determining satisfaction in a discrete service exchange. The authors maintain that the price fluctuations common to the many service industries that implement demand-oriented pricing, combined with the inherent heterogeneity of service performance, likely result in price–performance combinations that vary widely. Furthermore, the authors propose that the level of price–performance consistency in a service exchange moderates the relationship between performance expectations and subsequent performance and satisfaction judgments. When price and performance are consistent, expectations have an assimilation effect on performance and satisfaction judgments; when price and performance are inconsistent, expectations have no effect on performance and satisfaction judgments. To examine these issues, the authors develop a contingency model that they estimate using data from a multimedia experimental design. The results generally support the contingency framework and provide empirical support for normative guidelines that call for creating realistic performance expectations and offering money-back service guarantees.
Automobile purchasers were surveyed about feelings toward their inputs to and outcomes from the sales transaction, as well as their perceptions of the inputs and outcomes of the salesperson. Structural equation modeling with maximum likelihood estimation shows two concepts advanced in the equity literature, fairness and preference (advantageous inequity), to be related differentially to input and outcome judgments. No necessary symmetry is observed between the weights attached to inputs and outcomes or between those attached to self and salesperson. When framed in a larger perspective involving satisfaction with the salesperson, the fairness dimension mediates the effect of inputs and outcomes on satisfaction whereas preference does not. The fairness influence is robust against the simultaneous inclusion of disconfirmation in the satisfaction equation. Satisfaction, in turn, is related strongly to the consumer's intention cognitions. The findings suggest that the retail sales transaction may differ in substantive ways from the subject-peer and worker-coworker comparisons in other disciplines and that models of interpersonal satisfaction in the sales transaction should include the mediating effect of the fairness dimension of equity. The managerial implications of these findings are discussed.
This study uses a dental setting to test cultural sensitivity to several existing scales for measuring satisfaction and service quality. Expected level of service and performance were controlled and manipulated by using a two by two experimental design. Hispanics, specifically Mexican-Americans, were chosen as the ethnic group to test cultural sensitivity. The sample consisted of 378 adult respondents primarily from metropolitan El Paso, Texas. Findings indicate that the satisfaction and service quality scales tested were indeed culturally sensitive, with Mexican-Americans indicating significantly higher levels of satisfaction expressed and service quality perceived at the .05 level than Anglos in the same service situation.
The growing number of academic studies on customer satisfaction and the mixed findings they report complicate efforts among managers and academics to identify the antecedents to, and outcomes of, businesses having more-versus less-satisfied customers. These mixed findings and the growing emphasis by managers on having satisfied customers point to the value of empirically synthesizing the evidence on customer satisfaction to assess current knowledge. To this end, the authors conduct a meta-analysis of the reported findings on customer satisfaction. They document that equity and disconfirmation are most strongly related to customer satisfaction on average. They also find that measurement and method factors that characterize the research often moderate relationship strength between satisfaction and its antecedents and outcomes. The authors discuss the implications surrounding these effects and offer several directions for future research.
This chapter examines some of the literature demonstrating an impact of affect on social behavior. It will consider the influence of affect on cognition in an attempt to further understand on the way cognitive processes may mediate the effect of feelings on social behavior. The chapter describes the recent works suggesting an influence of positive affect on flexibility in cognitive organization (that is, in the perceived relatedness of ideas) and the implications of this effect for social interaction. The goal of this research is to expand the understanding of social behavior and the factors, such as affect, that influence interaction among people. Another has been to extend the knowledge of affect, both as one of these determinants of social behavior and in its own right. And a third has been to increase the understanding of cognitive processes, especially as they play a role in social interaction. Most recently, cognitive and social psychologists have investigated ways in which affective factors may participate in cognitive processes (not just interrupt them) and have begun to include affect as a factor in more comprehensive models of cognition. The research described in the chapter has focused primarily on feelings rather than intense emotion, because feelings are probably the most frequent affective experiences. The chapter focuses primarily on positive affect.
Automobile purchasers were surveyed about feelings toward their inputs to and outcomes from the sales transaction, as well as their perceptions of the inputs and outcomes of the salesperson. Structural equation modeling with maximum likelihood estimation shows two concepts advanced in the equity literature, fairness and preference (advantageous inequity), to be related differentially to input and outcome judgments. No necessary symmetry is observed between the weights attached to inputs and outcomes or between those attached to self and salesperson. When framed in a larger perspective involving satisfaction with the salesperson, the fairness dimension mediates the effect of inputs and outcomes on satisfaction whereas preference does not. The fairness influence is robust against the simultaneous inclusion of disconfirmation in the satisfaction equation. Satisfaction, in turn, is related strongly to the consumer's intention cognitions. The findings suggest that the retail sales transaction may differ in substantive ways from the subject-peer and worker-coworker comparisons in other disciplines and that models of interpersonal satisfaction in the sales transaction should include the mediating effect of the fairness dimension of equity. The managerial implications of these findings are discussed.
The authors investigate whether it is necessary to include disconfirmation as an intervening variable affecting satisfaction as is commonly argued, or whether the effect of disconfirmation is adequately captured by expectation and perceived performance. Further, they model the process for two types of products, a durable and a nondurable good, using experimental procedures in which three levels of expectations and three levels of performance are manipulated for each product in a factorial design. Each subject's perceived expectations, performance evaluations, disconfirmation, and satisfaction are subsequently measured by using multiple measures for each construct. The results suggest the effects are different for the two products. For the nondurable good, the relationships are as typically hypothesized. The results for the durable good are different in important respects. First, neither the disconfirmation experience nor subjects' initial expectations affected subjects' satisfaction with it. Rather, their satisfaction was determined solely by the performance of the durable good. Expectations did combine with performance to affect disconfirmation, though the magnitude of the disconfirmation experience did not translate into an impact on satisfaction. Finally, the direct performance-satisfaction link accounts for most of the variation in satisfaction.
Two studies are presented which demonstrate that the effect of emotions on shopping satisfaction is moderated by the attributions that shoppers make for their feelings. Study 1, a field study, includes two samples of shoppers (student and non-student) who responded to a questionnaire after an actual shopping episode. Results indicate that emotions have stronger effects on shopping satisfaction when the feelings are attributed to the store rather than being internally attributed. A subsequent laboratory experiment (Study 2) replicates the finding and also demonstrates that attribution locus (internal vs. external) and outcome (purchase success vs. failure) produce specific types of emotional responses. The effects of attribution locus and purchase outcome on shopping satisfaction are mediated by these emotions. Implications for retailers and future research avenues are discussed.
Having estimated a linear regression with p coefficients, one may wish to test whether m additional observations belong to the same regression. This paper presents systematically the tests involved, relates the prediction interval (for m = 1) and the analysis of covariance (for m > p) within the framework of general linear hypothesis (for any m), and extends the results to testing the equality between subsets of coefficients.
After a review of research on the use of store music, an experiment was conducted comparing the effects of background and foreground music on clothing store shoppers. In-store interviews revealed a preference for foreground music but customers’ moods and unplanned purchases were not substantially enhanced by hearing foreground music. However, customers’ perceptions of their shopping time varied with the type of music, depending on their age. Counter to expectations, the effects of music did not vary with the type of music, depending on their age. Counter to expectations, the effects of music did not vary with time of day. These results suggest that choosing to play store music solely to satisfy customers’ preferences may not be the optimal approach but rather music should be varied across areas of a store that appeal to different-aged customers.
How do consumers react to various color, lighting, and price point combinations? The results described in this article depict varying consumer reactions with the three-way congruence between a store's environmental cues, consumers' cognitive categories representing known store types, and salient situational shopping motivations. For fashion-oriented stores, blue interiors are associated with more favorable evaluations, marginally greater excitement, higher store patronage intentions, and higher purchase intentions than are orange interiors. However, the results change substantially when the effect of lighting in combination with color is considered. The use of soft lights with an orange interior generally nullifies the ill effects of orange and produces the highest level of perceived price fairness while controlling for price. Additionally, the results suggest that the effects of environmental and price cues are mediated by consumers' cognitive and affective associations.
This study investigates the interactive effects of consumer coupon proneness and two coupon features — the magnitude of coupon face value and the final price stipulation (i.e., whether or not the final price to be paid is stipulated on the coupon) on the coupon and brand evaluations. Results showed that (1) compared to non-coupon-prone subjects, coupon-prone subjects were significantly less sensitive in their affective reactions to an increased magnitude of face value, and (2) coupon-prone subjects reacted negatively to the provision of the final price to be paid on the coupon (in addition to the face value) whereas the reactions of non-coupon-prone subjects were favorable. These findings confirm several interaction hypotheses proposed, and are generally consistent with past characterizations of coupon-prone consumers' attitudes and behaviors.
The effect of music-induced pleasure and arousal on consumers' desire to affiliate in buyer-seller interactions were investigated in the context of bank services. Background music was manipulated using classical music extracts pretested to vary in pleasure (low, moderate, and high) and arousal (low, moderate, and high) according to the Affect Grid (Russell, Weiss, & Mendelsohn, 1989). Independent and interactive effects of music-induced pleasure and arousal on consumers' desire to affiliate were found. Higher desire to affiliate was associated with more pleasure and more arousal; pleasure had a stronger positive impact under low and high arousal than under a moderate level, and arousal had a stronger effect under low and high pleasure compared to moderate level. Theoretical and practical implications of the results are provided. © 1995 John Wiley & Sons, Inc.
It is dangerous to take the marketing concepts that apply to products, and try to transfer them to services. Products are tangible; services are not-and that makes a lot of difference in how you market them.
Purpose
The purpose of this paper is to investigate the effects of customer satisfaction both directly and indirectly (through loyalty) on price acceptance. In addition, price fairness is considered as an antecedent of customer satisfaction and loyalty.
Design/methodology/approach
Based on a theoretical discussion regarding the relationship among price fairness, customer satisfaction, loyalty, and price acceptance, empirical research was conducted to test the proposed relationships. Multiple‐item indicators from previous studies were employed to measure the constructs.
Findings
The results from the study provide empirical support, suggesting that perceived price fairness influences customer satisfaction and loyalty. The analysis also suggests that customer satisfaction and loyalty are two important antecedents of price acceptance.
Research limitations/implications
The study ponders the relationship between customer satisfaction and loyalty and price acceptance, while other factors that have an influence on price acceptance are not considered.
Practical implications
The research results suggest that perceived price fairness in service industries can be viewed as a threshold factor in order to maintain satisfied and loyal customers. Additionally, managers should consider that price acceptance depends on the level of satisfaction and loyalty.
Originality/value
The present study provides useful information on the relationship among price fairness, customer satisfaction, loyalty, and price acceptance in service industries.
Purpose – The purpose of this paper is to investigate the impact of relational benefits on customer satisfaction in retail banking. This paper presents a causal model that identifies a connection between the relational benefits achieved through a stable and long-term relationship with a given bank and customer satisfaction with retail banking. Design/methodology/approach – Based on a theoretical framework regarding the relationship between relational benefits and customer satisfaction, an empirical study using a sample of 204 bank customers was conducted, and the theoretical model is tested. Multi-item indicators from prior studies were employed to measure the constructs of interest, and the proposed relationships were tested using structural equations modeling methods. Findings – The results show that confidence benefits have a direct, positive effect on the satisfaction of customers with their bank. However, special treatment benefits and social benefits did not have any significant effects on satisfaction in a retail banking environment. Research limitations/implications – This study was conducted in a retail banking setting, and may not be generalized in other service sectors. It has also focused on the relationship between relational benefits and satisfaction, while other factors that may have an influence on consumer satisfaction have not been considered. Practical implications – The findings suggest that banks can create customer satisfaction through relational strategies that focus on building customer confidence. Therefore, frontline employees should be committed to establishing and maintaining confidence benefits for customers. Originality/value – Interest in the subjects of relational benefits and customer satisfaction has been growing among marketing researchers and practitioners. The present study provides useful information on the relationship between customer satisfaction and specific relational benefits in retail banking.
This study analyzes customer satisfaction in buyer-supplier relationships across national boundaries (transnational business relationships) with manufacturing firms on both sides of the dyad. The analysis is based on data from 511 industrial customers from the United States and Germany, 201 of which reported on a transnational relationship. The results indicate that quality and flexibility are important antecedents of customer satisfaction. These antecedents were significantly lower in transnational relationships than in domestic ones. Using equity theory and the confirmation/disconfirmation paradigm, the authors develop alternative models for describing the relationships between customer satisfaction and its antecedents in transnational as opposed to domestic relationships. The findings reveal that there are no structural differences between transnational and domestic relationships regarding the relationships between customer satisfaction and its antecedents. Specifically, a lower level of customer satisfaction in transnational relationships is due to lower levels of the antecedents and does not constitute an effect of transnationality per se.
In the 1990s many companies have acknowledged the critical importance of being customer-oriented. However, as retailers contemplate the higher costs and higher revenues of increased customer service levels, they need to understand the relative importance to consumers of various aspects of customer service, particularly those delivered by salespeople. This research investigates the impact of selected salesperson service attributes and levels on consumer patronage intentions in a consumer electronics store setting. The study uses conjoint analysis to measure consumer priorities. The results indicate that salesperson’s respect for the customer, knowledge, and responsiveness are the most important attributes. Where three service levels are presented, there is a greater difference in impact between the lowest and middle levels than between the middle and highest levels. This suggests that retailers do not necessarily have to offer the best service levels to satisfy customers, but must avoid poor service levels.
The aim of this paper is to explore the relationship between customers' negative emotions after a failure, their cognitive evaluations of the recovery process, and the overall or cumulative satisfaction in a service context. Two different constructs measure a customer's cognitive evaluations of the recovery process: disconfirmation of expectations and perceived justice. The proposed model is tested on a sample of financial service customers who suffered some type of failure. The results indicate that emotions have an indirect effect on overall or cumulative satisfaction through cognitive evaluations.
Of the many questions confronting services management and marketing in the 1990s, one seems characteristic of the European thought and linked with the emergent postmodern condition: is it possible to push the boundaries of services marketing beyond the individual level of analysis in order to increase our understanding of consumer behavior? In this article, it is advocated that modern consumption has emphasized essentially the use-value of services. Postmodern consumption can be said, on the contrary, to crown a forgotten element: the social link. Thus, it emphasizes the linking value of services. The ability of the physical environment, or servicescape, to influence consumer behavior is stressed: it can assume a facilitator role by encouraging and nurturing particular forms of social interaction among customers; it has a linking value. Consequently, it is proposed that companies have to manage servicescapes not only as non-places of economic servuction but also as common places of societal ritualization.
The effects of atmospherics (i.e., a product display, pleasant and [in]appropriate ambient fragrances) on approach responses toward a product (global attitude, purchase intention, estimated price, and price the customer is willing to pay) and pleasurable experiences (sensory, affective, and cognitive pleasure) were investigated. In addition, the mediating effects of sensory, affective, and cognitive pleasure on approach responses toward a product were examined. Statistical analysis of responses of 109 female subjects each randomly assigned to one of four treatments showed that the appropriately fragranced display generated the most positive effect on approach responses and pleasurable experiences. A component of cognitive pleasure (seeing oneself in a fantasy) and multisensory pleasure mediated two approach responses: attitude toward the product and purchase intention. Findings suggest the importance of combining a display with environmental fragrancing as a marketing tool, but careful selection and application of environmental fragrances are required. © 2000 John Wiley & Sons, Inc.
Because multiple regression (MR) is a simplified case of canonical correlation, the authors present an alternative interpretation of MR in which loadings, in addition to weights, may be computed for predictors. The loadings, computed by both canonical correlation and factor analysis, represent the correlations of each predictor with the predicted criterion score. The authors concluded that in some situations, researchers should examine those values in addition to testing for the significance of beta weights.
The author examines consumer affective responses to product/consumption experiences and their relationship to selected aspects of postpurchase processes. In separate field studies of automobile owners and CATV subscribers, subjects reported the nature and frequency of emotional experiences in connection with product ownership and usage. Analysis confirms hypotheses about the existence of independent dimensions of positive and negative affect. Both dimensions of affective response are found directly related to the favorability of consumer satisfaction judgments, extent of seller-directed complaint behavior, and extent of word-of-mouth transmission.
The authors extend consumer satisfaction literature by theoretically and empirically (1) examining the effect of perceived performance using a model first proposed by Churchill and Surprenant, (2) investigating how alternative conceptualizations of comparison standards and disconfirmation capture the satisfaction formation process, and (3) exploring possible multiple comparison processes in satisfaction formation. Results of a laboratory experiment suggest that perceived performance exerts direct significant influence on satisfaction in addition to those influences from expected performance and subjective disconfirmation. Expectation and subjective disconfirmation seem to be the best conceptualizations in capturing satisfaction formation. The results suggest multiple comparison processes in satisfaction formation.
The growing number of academic studies on customer satisfaction and the mixed findings they report complicate efforts among managers and academics to identify the antecedents to, and outcomes of, businesses having more-versus less-satisfied customers. These mixed findings and the growing emphasis by managers on having satisfied customers point to the value of empirically synthesizing the evidence on customer satisfaction to assess current knowledge. To this end, the authors conduct a meta-analysis of the reported findings on customer satisfaction. They document that equity and disconfirmation are most strongly related to customer satisfaction on average. They also find that measurement and method factors that characterize the research often moderate relationship strength between satisfaction and its antecedents and outcomes. The authors discuss the implications surrounding these effects and offer several directions for future research.